garrett french

  • Earned engagement and fragmented audiences: kickstart your process in the enterprise

    The problem: You have a PR team. They keep getting great coverage… in the same 10 publications. You have a content team and dozens of writers. Engagement has never been higher, but they don’t think beyond the confines of your website. The solution: Your content, your brand, your expertise needs a way out to the hundreds if not thousands of niche publishers who collectively s ...

    Search Engine Landin SEO- 9 readers -
  • Local marketing: What is the true local web?

    If you’re just in Yelp or the Yellow Pages, you’re not truly “local” yet. You’re missing out on audiences native to a particular city. Yes, you have to be in these big directories. But marketing in the true local web means creating campaigns relevant to audiences where they live. In this piece, I’ll outline our team’s recent findings on the anatomy of the true local web, wi ...

    Marketing Land- 13 readers -
  • Local marketing: What is the true local web?

    If you’re just in Yelp or the Yellow Pages, you’re not truly “local” yet. You’re missing out on audiences native to a particular city. Yes, you have to be in these big directories. But marketing in the true local web means creating campaigns relevant to audiences where they live. In this piece, I’ll outline our team’s recent findings on the anatomy of the true local web, wi ...

    Search Engine Landin SEO- 9 readers -
  • Preserve Your Content Ecosystem By Fixing Link Rot

    Fixing link rot in your vertical positions your brand as the custodian of a content ecosystem, as a passionate contributor to those in “informational need,” including not just your target consumers, but future writers and thinkers to come. If you’re cultivating a topic area (not just a keyword), and you’re working to be a steward of the important work done in this vertical, ...

    Search Engine Landin SEO Content- 9 readers -
  • The Outreacher: Building Links With Social Skills & Science

    Link building happens in the inbox. The Strategist may develop the spark of inspiration, but the real magic happens between the subject line and the signature of that outreach email. This isn’t to downplay the other phases of link building; all your ducks have to be in a row first. But in many industries, if you’re going to get a link, it’s because of an email.

    Search Engine Landin SEO- 8 readers -
  • The Qualifier: Brand Protector, Time Saver & Outreach Humanizer

    Our imaginary link-building department is bustling with business: the Link Strategist created a campaign, the Content Designer bridged the gaps between brand and opportunity, and if the Prospector did her job right, most outreach targets should be right on topic. But when you’re working at enterprise scale, “mostly on topic” isn’t close enough. So now it’s the Qualifier’s turn.

    Search Engine Landin SEO- 12 readers -
  • The Content Designer: King Of The Conversation

    Within smaller teams, one writer may be the beginning and the end of the content assembly line. On larger teams, however, there are often a handful of writers to manage, a little dev and a bit of design. In these cases, a spec is just the tool for a content designer to facilitate the creation of great content.

    Search Engine Landin SEO Content- 8 readers -
  • The Opportunity Prospector: Link Development’s Most Undervalued Role

    Congrats! Your team’s Link Strategist has just served up a campaign idea that fits the brand and the budget. Management’s on board. Take a happy hour to celebrate! The Prospector may need to cut out early though; first thing tomorrow, the team needs her insights and opportunity lists. For this article, we define an opportunity for any writer (webmaster, blogger, journalist, ...

    Search Engine Landin SEO- 14 readers -
  • The Link Strategist: The Missing Role For Enterprise Level Link Building

    Your content team fires on all cylinders. You have processes in place that enable your content to garner social shares, page views and engagement from your target audiences. Fantastic! The only problem is that links aren’t happening — and the exec team is looking at your SEO team to explain why. Link acquisition, at an enterprise scale, requires a careful and strategy-driven division of labor.

    Search Engine Landin SEO- 7 readers -